Targeting Strategies

Who is your Ideal Buyer?

 

Going on right now, on the World Wide Web, is Sales Summer School. From the convenience of your couch or desk, you can keep up your professional growth via educational webinars put on by top sales experts. You can read all about it in my previous post or by clicking here.

 

The webinars I am facilitating are called: Ideal Buyer Strategy and Strategic Referral Selling.

 

I thought you might like to get a sneak peak at what I will cover. Also, I know it will help you gauge if you believe these two topics are something you need, that can help you and your business grow.

 

Next week I will give you a peek at Strategic Referral Selling.

 

Let’s get started!

 

The first question I ask a potential Client is:

 

Who is your Ideal Buyer?

 

My Clients sell b2b and their sales teams spend a lot of time prospecting. The answer to this question tells me so much. From the CEO to the salesperson the answers are the same. Literally 95% of the time I will hear anyone that needs_____________.  Fill in the blank with your company product or service.

 

Anyone that needs media services.

Anyone who uses a bank.

Anyone who uses office supplies.

 

Sometimes I hear someone.

Someone who is in marketing for a Small – Medium Enterprise (SME).

Someone in this SIC code that has a large sales team.

 

Once in a while I hear:

Everyone.

 

Does something seem strange about this to you? Maybe we are all so used to hearing this that it doesn’t sound incomplete.

 

One of the reasons you want to specifically understand your ideal buyer is to be able to speak it clearly to those who may be able to refer you business. But that is next week’s blog!

 

In the b2c marketing world, you best believe, they are clear about which credit card offer gets sent to which targeted database or what coupons and discounts get sent to the consumer. My feeling is that most people who sell b2b think they sell to Companies.

If you sell b2b you sell to PEOPLE.

People who make decisions at Companies that are able to buy from you.

 

Look back over your career and give some thought to your very best customers. You know, the ones you feel that instant click with, who call you when they move to a new job and bring you in; they make referrals to you before you ask and they never haggle with you on price. Yes, they want a great deal, but relationship ranks first. Some of these customers become friends and if not, you could see them fitting in at one of your bbq’s.

 

What if I told you that inside the persona of these individuals is the key to your success? Even if you are on top of your game, you may want to cut right through to the 20% of your customers that give you 80% of your business.

 

Take some time today and think about the qualities, characteristics and traits of these people. You don’t need a huge list; 5 – 7 names will give you a great start.

 

Notice the same words popping up. Does the persona resonate with you?

It should, as many of these traits can be used to describe you.

 

This is the beginning of understanding b2b, targeting and understanding exactly who you are seeking. The mark is easier to hit if you know what to look for.

 

Don’t you think?

 

If I’ve triggered your interest or if you feel this is where your business stands, in a difficult position where buyers just don’t seem to be buying, I hope you consider joining me online for Sales Summer School.

 

Ideal Buyer Strategy on August 28, 2012, at 11:00 a.m. EST.

Strategic Referral Selling on September 5, 2012, at 4:00 p.m. EST.

 

If not, you can always call me (@800-318-6208 ext. 108) for a free consultation to see where your business stands.